Ross PrintMarketing: Blazing the Campaign Trail

"Clients can tell the difference," he says, of those firms that are marketers as opposed to the pretenders. "When my marketing team initiates the selling process, we begin with campaign development. We're not trying to fit customers into some kind of template. We start out with the clients' marketing needs. In the case of direct mail, I'm putting together a three-, six- or 12-month direct mail marketing campaign. The results of each campaign must be measurable and accretive to the client's business.